AdWords Management: What it Takes to Run a Successful AdWords Campaign

Building an AdWords account from scratch is labor intensive enough to send even the most capable business owner into a panic.

Actually managing an AdWords account is another beast entirely.

AdWords managmement using AdWords alone—which doesn't provide any assistance with proper campaign structure, bidding strategy, or ad copy optimization—can quickly become overwhelming without the right guidance.

adwords account management success report

In some cases, that guidance might come from software that makes keyword research, determining the right campaign structure, and strategic bidding more manageable; in others, it can mean outsourcing the work to more experienced digital marketers.

Regardless of which option you’re interested in pursuing, WordStream offers a solution. Our software makes AdWords management simple and efficient; it streamlines tedious, time-consuming work, allowing you to focus on your business. Looking for a hands-off approach? Our in-house managed services team is chock full of veteran digital marketers who can unsink ships and build profitable accounts from scratch.

To give you a better idea of exactly how much work is required to maximize ROI for your pay-per-click campaigns, let’s take a look at the fundamentals of AdWords account management. They can be organized into three high-level categories: experimentation, optimization, and growth.

AdWords Management: Experimentation

  • Adapt to Your Audience

It’s unlikely that you should be paying for clicks from every person on the planet. Demographics, physical location, and timing all play a role in determining exactly who you should be marketing to. Constantly test new targeting methods (and pairing them with appropriate messaging).

adwords target keyword analysis

  • Align Your Value Proposition & Sales Funnel

AdWords allows you to target prospects at any point in the sales funnel. Someone searching for “running shoes” conveys less intent to buy than someone searching for “Men’s Asics Ghost size 12.” Aligning your value proposition (the thing you’re offering in exchange for information or a sale) to the intent of the query is key.

  • Always Be Testing (Everything)

A/B testing (comparing two versions of an ad or landing page to determine which one performs better) is a never finished! If you don’t have two pieces of copy active in every ad group, if you aren’t trying new landing pages, your account performance will stagnate.

AdWords Management: Optimization

  • Structure Matters

Organization is the key to AdWords optimization: without well-laid plans and a coherent account structure, improvement is impossible. You wouldn’t build an addition onto a home with a crumbling foundation. Strategically crafting tightly-knit ad groups of semantically similar keywords ensures improved Quality Score and lowers costs.

  • Strategic Bid Management

In AdWords account management, setting initial bids is easy: managing them can be a pain. Knowing when to value position and how to maximize Quality Score and ROI is imperative. Know where your money is going and get the most out of your spend by making the right bids.

adwords competitor analysis metric search impression share

  • Know Your Competition

Through third-party tools, or simply Googling the keywords you're bidding on, you can get an idea of your competition. Knowing what you’re up against is the best way to tailor your ad copy. Don’t blend in with the rest of the SERP: stand out!

AdWords Management: Growth

  • Leverage The Power of Remarketing

When you’re driving thousands of clicks to your website, not every single one will convert. Remarketing allows you to strategically alter your offering, tailoring it to audiences who have taken specific actions on your website. Marketing to new audiences is valuable: nurturing prospects familiar with your brand is even better.

  • Display: The Internet’s Cost-Effective Answer to Billboards

While the Search Network is great for granular targeting, Display is the perfect way to expose new prospects to your brand and, more importantly, introduce them to the top of your sales funnel. With options that allow you to serve ads across more than 2 million websites (and Gmail inboxes), Display is the next logical step after optimizing your AdWords campaign.

recent adwords account activity

  • Expanding onto More Platforms

Once you’re happy with your AdWords account’s performance, it’s time to look for new platforms on which to advertise your products or services. Bing and Facebook are the logical next-steps, but both platforms are just as nuanced as AdWords. Knowing how to make the leap in a measured way is central to avoiding wasted spend and garnering more leads.

...and that’s just what it takes to remain profitable.

To make building, optimizing, and perfecting your AdWords account easy, WordStream offers two options.

AdWords Management Software: WordStream Advisor

20 minute work week adwords

WordStream Advisor, our PPC account management software, empowers you to succeed with AdWords regardless of your experience level or budget, making it easier to:

Save Time with Smart Tools

The 20-Minute Work Week takes the guesswork out of online advertising – customized alerts tell you what to do now for cost savings and better results.

Look Like an Expert

Even if you’re not! We’ve analyzed over $9B in online advertising spend and pass that knowledge on to you with tools and support.

Grow Your Business

WordStream users get 60% more leads from online advertising than AdWords users alone. Turn clicks and calls into customers.  

Take Your PPC Beyond Search

Businesses who use Facebook Ads and Paid Search together see a 6% increase in mobile search traffic! We’ll help you capture more leads through search and social by making Facebook ads easy.

Take a Load Off: AdWords Management Services

If you have a large-scale PPC account that you just don’t have time to manage, WordStream also has a managed services offering.

Our in-house team of search (and social) marketing experts will focus on building and optimizing your account so that you can focus on your business.

Experience Better AdWords Management with WordStream

To see how WordStream Advisor can make managing your AdWords account easy, schedule your demo today.

To find out if Managed Services is the right AdWords account management option for you, schedule your free consultation.